Toblerone gets personal with ‘Messages’ for Millennials

By Doug Newhouse |

TOBLERONE Promo headerMondelez World Travel Retail (WTR) reports that it has launched its biggest initiative of the year across global DF&TR locations after a successful and ‘promising’ initial test launch with the Dufry Group in Q1 this year.



The company says that the Toblerone Messages promotion has been created to reflect ‘the growing trend towards exclusivity and personalisation’ which is said to be particularly prevalent amongst millennial travellers interested in purchasing ‘unique gifts’ to take home while travelling abroad.



In response, Mondelez WTR ‘dressed up’ Toblerone’s best selling 360g Milk bar in customized travel retail exclusive packaging incorporating emotional messages, including ‘I Love You’, ‘Missed You’, ‘Thinking of You’, and ‘Superstar’.


Commenting on the new initiative, Irina Tarabanko, Manager Category Marketing at Mondelez WTR said: “Toblerone has a history of pioneering innovations which respond to changing consumer demographics and need states – the new Toblerone Messages is no exception.

Toblerone promo 2 May 2017

“Based on our consumer insights, we have built a playful, emotional offer around one of our most iconic products, the Toblerone bar, to address different gifting occasions and made it exclusive to travel retail. This has certainly struck a chord with the millennial jetsetters and we are seeing very positive results in terms of footfall and consumer engagement.”



The company added that the launch campaign has targeted millennials, with potential customers invited to ‘Say It With Toblerone’, along with the customary in-store photo opportunity.


This allows customers to opt for any one of a variety of message boards and ‘fun props’ to create their own special message to share on social media with the hashtag #sayitwithtoblerone. Twitter users sharing photos using the campaign hashtag also received an automatic personalised ‘Thank You’ message from Toblerone.


Taking the promotion a step further, the company said: “To push awareness of Toblerone Messages and attract footfall into the stores, Mondelez WTR has developed a 360˚ promotional programme with targeted digital engagement at various stages of a traveller’s journey – from planning the trip and travelling to the airport, through check-in and security and dwell time to boarding.

Toblerone promo May 2017


“Madrid-Barajas was the first airport to roll out this digital initiative, which ran from 14 February to 13 March and included phased advertising on Facebook and Instagram and a specially commissioned video to promote Toblerone Messages.


“For the first time, Mondelez WTR partnered with global airport app start-up FLIO to promote Toblerone Messages to app users at nine airport locations across Europe, including Madrid, Barcelona, Heathrow, Düsseldorf and Helsinki.”


Mondelez added that the Madrid Airport pre-launch campaign also received additional support from Dufry [through its World Duty Free stores-Ed] that apparently drove awareness and traffic in-store.


Toblerone promo 3 May 2017Members of the retailer’s ‘Red by Dufry’ loyalty programme were sent e-mail alerts urging them to pick up Toblerone Messages at Dufry’s stores to earn bonus loyalty points simply by flashing the QR code on their ‘Red by Dufry’ app at the cash till.



The company added that shoppers could also use Dufry’s dedicated Reserve & Collect service to pre-order Toblerone Messages online and pick up their purchases before departure.


Commenting again, Irina Tarabanko said: “This is our most digitally-focused campaign to date, leveraging key digital and social media platforms to create an emotional connection at each and every customer touchpoint.


Toblerone promo 4 May 2017“Online engagement has given a strong push to the in-store activations, which have significant appeal for younger travellers craving for bespoke experiences and shareable moments.


“This is a testament to the reach of the Toblerone brand, and a strong reflection of the direction we are taking this year to deliver ‘More Shoppers, More Spend, More Often’, in line with our Delighting Travelers vision.”




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